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‘We wanted to create an original piece with an element of ‘theatricality”’.

The boxes contain a card within a pink envelope; while swing tags bear the words ‘Tabitha Webb, With Love’. The packaging is finished with a black monogrammed sticker reading ‘Love More, Worry Less’.

The identity is used across all touch points including packaging and the e-commerce site, which features larges images and hosts social area ‘small talk’, where Webb will share news with site visitors. The area will also be a ‘home for PR and celebrity “spottings”’, says Aesop.